AI search engines explained: searching through conversation
More and more often, searching gives you an answer from AI instead of a list of links. How do AI search engines work, and how do you use them smartly?
You type a question into Google and a ready-made answer is already sitting at the top. That is down to AI search engines: they read websites for you and summarise what they find. It is handy, but how does it actually work? And when can you trust an answer like that?
What are AI search engines and how do they work?
AI search engines answer your question with written text instead of just a list of websites. The AI searches the internet itself, reads the pages it finds and writes a summary.
With a regular search engine, you type a few separate words. Then you have to choose which link to click. With an AI search engine, you ask a question in plain language, the way you would ask a colleague. You can then ask follow-up questions, as if you were having a conversation.
A few things happen behind the scenes. The AI turns your question into search queries. Then it fetches pages and picks the pieces of text that fit your question. Finally, a language model writes an answer from them. With a good answer, you can see below or beside the text which websites were used.
The difference in brief:
| Aspect | Regular search engine | AI search engine |
|---|---|---|
| What do you type? | A few separate keywords | A full question in plain language |
| What do you get? | A list of links | A written answer, often with sources |
| Follow-up questions? | No, you start again each time | Yes, as in a conversation |
| Who reads the pages? | You | The AI, and you check |
Where will you come across AI search?
You are probably already using AI search, perhaps without realising it. It is built into Google, into well-known chatbots and into dedicated AI search engines.
- In Google. For many searches, an AI overview with links to sources appears at the top. Since May 2025, these AI overviews have also been available in Dutch.
- In chatbots. ChatGPT, Gemini, Copilot and Claude can search the internet when you ask for up-to-date information. OpenAI explains how this works and how to see the sources in its Dutch-language guide to search in ChatGPT.
- In dedicated AI search engines, such as Perplexity. These focus mainly on answers with numbered sources alongside.
Never worked with a chatbot before? Then start with our guide to using ChatGPT as a beginner.
When is AI search useful?
AI search is most useful when you want a quick overview or have a question with several parts. It saves you time, because you do not have to open ten websites.
- When you have a question with several parts, such as: what is the difference between A and B, and which suits me?
- When you want a quick overview of a subject that is new to you.
- When you want to ask follow-up questions, as in a conversation.
- When you want a long text or a complicated subject explained in plain language.
When is it better to click through yourself?
For important decisions and precise facts, always open the source yourself. An AI answer can contain mistakes, take things out of context or use outdated information.
- For health, money and legal questions.
- When you need precise information, such as prices, opening hours or rules.
- For news that has just happened. Sources are sometimes still incomplete then.
Research shows this is not just theory. In an international study led by the EBU and the BBC, in which the Dutch broadcasters NOS and NPO also took part, almost half of the answers AI assistants gave to news questions were incomplete or unreliable. You can read more in the NOS report on the EBU study. VRT NWS also wrote about the mistakes AI chatbots make with news questions.
Also be careful about what you type in yourself. Do not put personal or confidential details in your question. In our article on using AI safely and protecting your privacy, you can read what to look out for.
How do you search more smartly with AI?
The clearer your question, the better the answer. Four simple habits will help you get much more out of AI search.
- Ask a full question. Which laptop is good for a student with a budget of 700 euros? works better than student laptop.
- Ask for sources. Add: Name your sources.
- Ask follow-up questions. For example: What are the downsides? or What do critical sources say?
- Describe your situation. I live in the UK or I live in Belgium helps with questions about rules and prices.
A search question to AI is really a prompt. Want to get better at it? Then read what a prompt is and how to write a good one.
Frequently asked questions
Is an AI search engine more reliable than Google?
Not necessarily. An AI search engine summarises sources, but it can make mistakes while doing so. With a regular search engine, you read the source yourself. Use AI for an overview and check important facts in the source.
Does AI search cost money?
The AI overviews in Google are free. Many chatbots and AI search engines have a free version with a search function, plus a paid subscription with extra features. Check the provider’s website for the current terms.
How can I see where an AI answer comes from?
Most services show links or numbered sources with the answer. Click on them to open the original page. No sources shown? Then ask for them, or be extra careful with the answer.
What does AI search mean for my business?
Customers increasingly get an answer without clicking through to a website. So make sure your website gives clear, up-to-date answers to customers’ questions. You will find more tips in AI for business owners: the first steps.
Your next step
Pick a question today that you were already planning to look up this week. Put it to an AI search engine using the prompt above, then click on at least two sources. You will soon see where AI search saves you time and where you are better off reading on yourself.
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